Television: Back to the Future

ABSTRACT

TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behavior continues to follow some law-like patterns that have remained in place over the past 40 years. These empirical generalizations suggest that TV will remain the preeminent fast and vast advertising medium, if a more complex and expensive one. Knowledge of these empirical laws—including the special reach of high-rating programs, channel loyalty, low program repeat rates, lack of segmented audiences, and weak genre loyalty—can be used to guide advertisers in buying the most effective TV schedules. They give us confidence that TV will remain an effective advertising vehicle for many years to come.